We are working with a well-estabished multi-channel merchant on an announcement of particular interest to consumers in Manhattan and the tri-state area. I felt it might be helpful to cite a few steps that any business needs to consider when faced with a major announcement -- be it positive or on a corporate challenge. Here are a few things to keep in mind.
1. Get the facts. Many business owners want to only put positive statements out, however, NYC media can be the toughest in the world. Businesses must have confidence in their PR firm, and share a variety of facts so we can advise on who to present the news and respond to questions.
2. Develop 3 Key Message Points -- The most important document to have on hand are key message points. The messages will help the company present their news, offer interesting and factual information that illustrates each point. Be sure you work with your spokespeople on absorbing the message points so it comes naturally.
3. Prepare a Q&A. Make sure all departments and spokespeople are speaking with one voice How to accomplish that? Prepare a Q&A sheet and include all the tough questions you hope will never be asked, along with Q&As that present the basic facts. But be sure you answer questions, reporters will smell a "dodge" fast and zero in on you.
4. Dealing with Propritary Info. While maintaining confidential business information, prepare the spokesperson on ways to answer questions that will statisfy a reporter's needs regarding scope or financial impact related to the corporate announcement. Privately held businesses won't give sales figures, but can provide examples of positive impact such as % growth or popularity of some products.
These are just a few of many points to keep in mind when preparing for a major announcement.
If you have specific questions or dealing with a dicey issue, get in touch. I'm happy to help!
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